Who Needs an Extreme Makeover? ''Not Us,'' Say American Women
Ct Unilever via BizWire
New Study Reveals Truth: Women Are Redefining What Beauty Really Means
----------------------------------------------------------------------
GREENWICH, Conn.--(BUSINESS WIRE)--April 29, 2004--New research,
released today by the Dove beauty brand, reveals that women are
frustrated with the gap that exists between their definition of beauty
and society's. The Dove Report: Challenging Beauty finds the majority
of women (90%) in the United States are somewhat to very satisfied
with their looks. In fact, nearly half of the women surveyed (44%) are
more comfortable with their looks today than they were ten years ago.
Women are comfortable with their appearance and do not feel compelled
to change their looks. These findings provide a thought-provoking
contrast to America's seeming obsession with makeovers and cosmetic
procedures.
Aware of women's struggle with their beauty, Dove commissioned a
year-long, groundbreaking study to gain deeper insight into women's
true feelings about beauty and, in doing so, question myths about the
quest for "perfect beauty." In releasing these findings, the Dove
beauty brand hopes to fuel societal discussion and give voice to women
who are redefining beauty in their own terms.
"Is this claim, driven by marketers, that most women live in
despair about their appearance real or hype?" asks Naomi Wolf,
co-founder of the Woodhull Institute for Ethical Leadership and author
of The Beauty Myth and three other non-fiction books dedicated to
women's issues. "Women are engaged in a watershed act of
reinterpretation of the ideal of beauty. They are defining beauty for
themselves as something they can own and celebrate on their own terms
when they look in the mirror."
Women Are Redefining Beauty
The Dove Report discloses that women define beauty in terms that
go beyond physical traits. Seventy-five percent of women believe that
beauty comes from a woman's spirit and love of life, not from her
looks. Nearly three-quarters (73%) agree that beauty can be achieved
through attitude, spirit and attributes that have nothing to do with
genetically inherited physical traits. In fact, many women feel most
beautiful when engaged in activities that involve the world that
surrounds them. Forty-six percent said that they feel beautiful when
they achieve success, help others (54%) or do something artistic
(39%). When asked when they feel the most beautiful, women share that
spending time with their children (53%), someone thanking them for
their help (50%), enjoying a hobby (39%) or simply dancing (35%) were
moments that mattered.
"Clearly what women think is important, what they value, and what
makes them happy is more than skin deep," notes Dr. Toni C. Antonucci,
Professor of Psychology, Research Scientist and Program Director, Life
Course Developmental Program, Survey Research Center University of
Michigan. "This is good news and speaks to the psychological health
and well-being of American women."
Fifty-nine percent of women say that beauty "changes over time"
because it directly correlates to experiences and life moments that
create and promote feeling beautiful. When asked to rate various life
values, women consistently rated relationships (love, marriage,
friendship, spirituality) as most important and beauty (feeling
attractive, feeling beautiful, dressing well, etc.) as least
important. Nearly three-quarters of women (70%) report they feel most
beautiful when they feel loved.
Look Like A Supermodel? No Thanks.
The Dove Report offers clear evidence of women's frustration with
the difference between how they view beauty and how it is typically
portrayed. Women eschew stereotypical images and, as a result, have
started to redefine beauty on their own terms. Seventy-one percent of
women said they wish the media and advertising could appreciate the
different physical types of women as looking beautiful. More than half
(66%) say media and advertising set unrealistic standards of beauty
that most women can't ever achieve. Fifty-one percent resent that
media and advertisers place so much emphasis on beauty. Importantly,
only seven percent of women surveyed stated they do not like how they
look. In other words, for every woman who is unhappy with her looks,
there are eight who are happy.
In findings that signal a movement against stereotypical
depictions of beauty, The Dove Report makes widely known what many
American women have been speaking about among themselves - they want
to be valued for more than their looks. Being appreciated honored and
respected for their character, accomplishments, intelligence and sense
of self is what really makes them beautiful. The results are in: 79
percent of women said they wished a woman could be considered
beautiful even if she is not physically perfect.
A New - True - Standard of Beauty
The Dove study reveals American women's true "beauty secrets" -
that beauty is multidimensional and women want a view of beauty that
is more encompassing than the narrow definition that exists. Only 26
percent feel that women's beauty is evaluated according to reasonable
standards in our society. In fact, women agree most strongly with the
statements that they can look beautiful at any age (87%) and that
every woman has something about her that is beautiful (81%).
Dedicated to Women
As times change, so do women, their views about themselves and
personal beauty. As a leading beauty brand, Dove continues its
dedication to helping women feel more beautiful everyday. Dove
believes in every woman's personal beauty and recognizes that, as a
beauty brand, its actions and words may have a direct impact on how
women feel about themselves, their beauty and self-esteem. Dove is
committed to providing women with products that give them superior
care and make a positive impact on their personal beauty.
By releasing The Dove Report: Challenging Beauty, Dove celebrates
each woman's individual beauty and hopes to help broaden the narrow
definition of beauty that prevails. Dove intends to use the findings
from the Report to inform future research, development and marketing
efforts.
ABOUT THE DOVE REPORT: CHALLENGING BEAUTY
The Dove Report: Challenging Beauty uncovers and examines emerging
beauty trends through a comprehensive look at the attitudinal and
emotional triggers of 1,600 American women across a spectrum of
demographics. The Dove Report: Challenging Beauty, commissioned by
Unilever's Dove brand and conducted by independent research firm The
Downing Street Group under the guidance of the University of Michigan,
is the most in-depth research study conducted on women's attitudes
about beauty. Taking nearly one year to design and field, the study
was guided by an advisory panel that, in addition to Naomi Wolf,
includes experts on beauty, psychology and women's studies from the
University of Michigan, the University of Pennsylvania and the media.